Hilary Duff was named the first Chief Mom Officer of Carter’s Inc., the Atlanta-based children’s clothing company, to leverage her expertise in parenting and reach out to millennial parents. She will too To be creative director and parent advisor for the brand, designing two limited edition capsule collections for Fall 2022 and Spring 2023.
Carter’s, which dates back to 1865, is the largest branded marketer of baby and children’s clothing in the United States
“It’s such a thing beloved brand. I’ve had such nostalgia wrapped around the Carter’s brand since my own childhood and then became a mother myself. I feel like my greatest mission in this life is to be a good mother and to be there for my children, and when I think about Carter’s mission, it fits so well,” said Duff, a mother of three children, in an interview.
Duff’s label, which will be distributed exclusively to Carter’s direct-to-consumer channels, will be called Hilary Duff [heart] Carter’s. Carter’s has a website and 1,000 stores across the US, and Duff’s collection will be in about half of them.
Sizes range from newborn to 24 months.
Duff will design an elevated fall collection with boho-chic elements that will include knitwear, sweaters and jumpsuits in neutral colors and some prints for both boys and girls. The products range from baby to toddler and some parts are also for mothers. The fall collection is inspired by cozy fall weekends with family and friends.
Prices range from $12 to $24. Baby/toddler/child hats are $16; Adult hats and scarves are $18 to $20; Sweaters, shackets, and jumpsuits range from $22 to $24, and stylish bodysuits, leggings, and pants range from $12 to $16.
“While every mom is a chief mom officer in her own way, I’m honored that Carter chose me to represent her brand and be the ultimate champion for moms around the world,” said Duff. “I was inspired by Carter’s mission and commitment to inspiring parents and future generations. Motherhood is not easy, but it is incredibly rewarding and I hope through my partnership with Carter’s I can be a source of light and inspiration to others as we navigate our individual journeys as parents.”
Duff, 34, first rose to fame in the title role on the television series Lizzie McGuire and has starred in TV shows such as Younger and is currently starring in How I Met Your Father.
She is no stranger to fashion. She has previously had fashion projects such as Stuff by Hilary Duff, Femme for DKNY and the Muse x Hilary Duff collection, a collaboration with GlassesUSA. Your deal with Carter is exclusive.
“I’m in the middle of motherhood,” said Duff, whose children are 10, 3, and 13 months old. She said she previously designed a children’s and women’s onesie collection for Smash + Tess.
For her first fall collection for Carter’s, she designed fair isles and bold stripes and lots of neutral colors with some pops of color. “There are some plaids. There are some Paper bag pants, which are adorable,” she said.
Basically she wanted the ease of dressing a child. She said Carter is “so dialed in” that she knows what kids will be wearing on their skin. “I have three kids who don’t want hard pants or itchy sweaters,” she said. When all the fabrics came in, she saw that she didn’t have a problem with any of them. “They were all soft and kid-friendly. HHonestly it looks like all the stuff I would wear would all have shrunk in size,” she said. She noted that there are some surprises for moms in the collection.
Her favorite looks include two fair isle jumpers in a neutral pink and an all unisex onesie in tones of cream and grey. “It’s very warm and simple and applies to both sexes,” she said. She also designs “shackets” that are lined with warm fleece and outside with colorful plaids.
She said she’ll be curating shopping guides and sharing some of her tips for dressing your kids when they’re not cooperating. She’ll talk about mixing and matching pieces, what to have in your diaper bag, and how to get out of the house fast.
She said her youngest child influenced the collection the most. The collection is mainly for its age.
For the past seven years, Duff has commuted between New York and Los Angeles to film Younger, and she said she’s excited that How I Met Your Father is filming in LA. It starts again at the end of July.
“It was very difficult, but I wouldn’t change it for the world. New York is such a special place. I have many of my late 20’s and early 30’s traveling back and forth to two of the largest cities. It was so good for my son to have some experience in New York. Of course, being on the planes and being separated was tough, but it made me stronger,” Duff said.
When asked how Carter’s reacted to the May/June issue of Women’s Health, in which Duff posed nude on the cover and in the body issue, she said: “I haven’t heard anything, so I think that’s good news were. I think they really respect me as a woman and a mother, and they know it was done with the intention of empowering women and making me feel good. It definitely wasn’t over-sexualized, it was stronger and just being 34 and being in my body and appreciating what my body was doing for me. I think it was more inspired than anything.”
In a separate interview, Carter’s chief marketing officer Jeff Jenkins told WWD that working with Duff is a first for the 160-year-old brand, which has had some one-off influencer partnerships with celebrities, “but we’ve never done that done anything of that magnitude.”
He explained that as a brand, they’re always trying to connect with parents, and each new generation of parents has new idols and celebrities to grow up with. He said today’s millennial parents grew up on Duff, followed her career and now see her on How I Met Your Father.
“Not only is she a great celebrity and mom, she’s also a really relatable mom. She shares a lot of what she does on her parenting journey with her fans on social media and her community,” Jenkins said.
According to Jenkins, she will be designing a few different collections for Carter’s and is working with Carter’s on how to connect with her parenting community. She will offer her tips, tricks and advice over the next 18 months.
On what she hopes for the brand, Jenkins said, “When we think about what Hilary will do for the next generation of parents, she embodies that spirit more than anyone because she’s so open on her social media. She connects with this next generation of parents. She’s a mom icon. Welcoming her into Carter’s family was a breeze. She will create value in many different areas, from her design aesthetic to her chic sense of style. She will put her personal stamp on Carter’s and continue to make Carter’s relevant to the next generation.”
Duff’s content will span all of their various channels, from how-to’s to quotes and information, which they will share via website, email and social media as the partnership progresses. “There will be a central location on our website that parents can access as well,” he said.
Describing how they met her, Jenkins said when they compiled a list of top millennial moms, “She was at the top of the list.”
Jenkins said Carter has done very well during the pandemic. “The good news for we are the children keep growing and growing out of clothes,” he said.
To the question whether Carter’s has plans to work with other celebrities, Jenkins said: “It’s ours first outing and we are very excited about the potential of Hilary and what this can mean for the brand and we also want to stay relevant and with more to come.
“When we think about reaching out to these millennial and Gen Z parents, Hilary is a big push from that,” he said.